COThe article discusses the importance of organizational reputation as a critical factor in business sustainability, particularly in Colombia where companies face public, regulatory, tax, and sometimes political pressures. It highlights how trust in a brand is built through credibility granted by stakeholders, leading to positive outcomes such as good financial performance, strong corporate culture, and effective systems benefiting customers, suppliers, investors, and collaborators. The piece focuses on managing reputational crises, emphasizing the need for internal coherence, strategic relationships with stakeholders, documentation of processes, and emotional/political considerations during crises. Experts like María Villate Gaitán, Marcela Velásquez, and Catalina Hoyos share insights on building resilience and leveraging crises as opportunities for organizational renewal.
Bias read (Center): While the article touches on political pressures and mentions governmental and regulatory contexts, it does not take a clear ideological stance. The focus is on practical strategies for managing reputational crises rather than promoting a specific political agenda. Multiple experts present balanced,
